Is TikTok Moving Beyond Short-Form Video?

From 15 Seconds to 30 Minutes: Is Douyin Saying Goodbye to Short Videos?

Douyin, the ubiquitous short-video platform with almost everyone having an account, is slowly "changing". What used to be dominated by those snappy 15-second videos are now being replaced by longer, mid-length and even long-form content. But what's driving this shift? Let's dive in!

The Rise of the Mid-Length Video:

Remember when Douyin was all about those quick, catchy 15-second videos? Well, times have changed. The platform has expanded its horizons, embracing a wider range of content and video lengths.

• Breaking Free from the 15-Second Cage: Douyin's initial focus on short-form content gave way to a more diverse landscape. The platform's new tagline "Recording Beautiful Life" signaled this shift, opening the door for longer videos. We now see content spanning from 1 minute to 30 minutes, even pushing beyond that in some cases.

• A New Era for Content Creators: The emergence of mid-length videos, also known as “medium-length” videos, offers advantages for both creators and viewers. These videos boast higher production value, richer content, and allow for deeper exploration of topics.

Why the Shift?

This isn't just a random trend; several factors contribute to Douyin's embrace of longer video formats:

• For Creators:

  • Combatting Homogeneity: Short videos, especially those under 1 minute, are vulnerable to plagiarism and rapid content fatigue. Longer videos provide creators with more room to express their ideas creatively and stand out from the crowd.
  • Exploring Deeper Topics: Some genres like education, food reviews, film analysis, and finance benefit from extended video formats. They require time to adequately convey information and insights.

• For Douyin:

  • User Engagement: Longer videos offer a richer viewing experience, leading to increased user engagement, dwell time on the platform, and ultimately, higher revenue potential.
  • Competition in the Market: In the saturated short-video market, Douyin needs to differentiate itself. Mid-length and long-form content can attract viewers who are looking for more substantial and engaging experiences.

The Future of Short Video?

While traditional 15-second videos still have their place on Douyin, the platform's focus is undoubtedly shifting towards longer, more diverse video formats. This evolution reflects the changing needs of both creators and users in the evolving landscape of online content consumption.